A few of my friends are putting together a fascinating new piece of research called The Social Habit, providing a wide range of insights into how consumers use social media. I'm really jazzed about … [Read more...] about Getting Into the Social Habit
Audience Segmentation
Why Companies Aren’t Segmenting, Even Though They Admit They Should Be
The evidence is in - segmented emails work better. A recent HubSpot article by Pamela Vaughn does a great job of detailing WHY segmentation is so important, and she cites data from Lyris and HubSpot … [Read more...] about Why Companies Aren’t Segmenting, Even Though They Admit They Should Be
B-to-B Audience Segmentation: A Case Study
Often I'm asked if attitudinal audience segmentation can benefit B-to-B companies as well. While B-to-B projects carry some unique challenges compared to B-to-C initiatives -- finding enough … [Read more...] about B-to-B Audience Segmentation: A Case Study
Using Your Dog Whistle
I'm a big fan of "The Good Wife" and the other day was watching a episode in which a key character was discussing his political campaign with his campaign manager and pollster. In an attempt to … [Read more...] about Using Your Dog Whistle
Relevance Mapping: Using Data to Uncover the Real Motivations of Your Target Audiences
I hope you enjoy the presentation on quantitative attitudinal audience segmentation research I gave this week at the BOLO 2010 conference. It's on Prezi, which is a new technology for me but I'm very … [Read more...] about Relevance Mapping: Using Data to Uncover the Real Motivations of Your Target Audiences
Speaking at BOLO 2010
This week I'm privileged to be presenting a session on the importance of true attitudinal audience segmentation research to digital agencies at the BOLO 2010 Conference. I am also proud to be regular … [Read more...] about Speaking at BOLO 2010
